Marketing Communications, 9th edition
Published by Pearson (January 12, 2023) © 2023
- Chris Fill Director of Fillassociates.
- Sarah Turnbull University of Portsmouth
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Support your students' understanding of the methods surrounding Marketing Communications.
Marketing Communications, 9th edition delivers a rich blend of theory with examples of contemporary marketing practice, drawn from brands and agencies worldwide.
This latest edition is the ideal teaching support, streamlined to cover the strategic and tactical aspects of how brands engage audieances. The useful features and examples will support your students' critical thinking around the major topics, providing the additional tools they need to develop their career in the field.
This book is supported by the IPA.
This edition includes a Companion Website.
Hallmark features of this title
Enables students to see the practical application of theories and concepts
- Award-winning national and international case studies, are drawn from the world of marketing communications
- Contributions made from marketing agencies and practitioners in the field
Encourages students to apply their learning to the real world
- Viewpoints illustrate marketing communications practice
- Insights provide understanding of how theory can be used to interpret practice
- Activities in relation to viewpoints extend student learning
- The concepts presented provide the insight and tools to develop a thorough understanding of the discipline
Encourages students to apply their learning to the real world
- Clear definitions of marketing communication terms are included
- Emphasis on data, are embedded to underpin marketing activities and improve ROI
- References to significant Scholars' Papers give depth of understanding for seminars/assessments
New and updated features of this title
This ninth edition has been updated to reflect the changes in marketing communications practices. Updates include:
- Discussion on how the digital media and Covid-19 pandemic have changed aspects of people's behaviour
- All new case studies and Viewpoints extend your learning and keep abreast of recent advertising, direct marketing, and sponsorship campaigns
- Revised structure to clarify the strategic, tactical, and operational aspects of planning marketing communications
- New videos in the Companion Website to support this edition
Features of Pearson eBook for the 9th Edition
Support your students' understanding of the methods and issues surrounding marketing communications with a leading text that blends academic and practitioner materials.
Marketing Communications, 9th edition is a market-leading text that introduces your students to the key topics of the subject, delivering a rich blend of theory with examples of contemporary marketing practice, drawn from brands and agencies worldwide.
Improve your students' learning experience with a range of digital tools.
From fully online delivery to blended learning, this is a digital textbook with integrated resources designed to keep your students engaged and support their learning.
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Preface
Acknowledgements
Part 1 An introduction to marketing communications
- The scope of marketing communications
- Communication: theory, interactivity and influencers
- Understanding buyer behaviour and improving engagement
- How does marketing communications work?
Part 2 Managing marketing communications
- Marketing communications: strategies and planning
- Marketing communications: objectives and positioning
- Branding and marketing communications
- Integrated marketing communications
- Budgeting and evaluation
Part 3 The marketing communications mix
- Advertising: role, forms and strategy
- Public relations and sponsorship
- Direct marketing and sales promotion
- Brand: placement, experience and packaging
- Content: messages, credibility and creative approaches
- Media: principles, practice and formats
- Media planning: concepts and practices
Author index
Subject index
Credits
Chris Fill BA, MSc. is a Director of Fillassociates and was a Principal Lecturer at the University of Portsmouth. He was also a Fellow and for 15 years, Senior Examiner for Marketing Communications at the Chartered Institute of Marketing. He has worked with the Institute of Practitioners in Advertising on special projects and for clients in the UK and overseas.
Having authored over 36 textbooks, and published papers in many leading academic journals, he is recognised internationally for his contribution to marketing communications.
Sarah Turnbull Ph.D., MBA, MSc, FCIM, FHEA, is Professor of Marketing at the University of Portsmouth. Sarah is a Freeman of the Worshipful Company of Marketors and a Fellow of The Chartered Institute of Marketing. Prior to joining academia she worked in a number of global advertising agencies. Her research on advertising practice and creativity has been published in leading academic and professional journals.
She is an Associate Editor of The Journal of Marketing Management and serves on the Editorial Review Board of the International Journal of Advertising and The Journal of Advertising Education. Sarah is regularly invited to speak about advertising at practitioner and academic events internationally.
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